As if they didn't already receive heaps of acclaim, Apple Stores in the last few months have been both boosting the number of "concierges" that meet and direct customers in its stores, and positioning them within a few feet of the doorway. Writing in Advertising Age, Pete Blackshaw, VP, Nielsen Online Digital Strategic Services, says he believes this subtle shift is only further enhancing Apple's "service" stance as a core "marketing" tool.
"Things once considered the dark side of Apple, such as tech support, are on the verge of becoming strategic assets, with the Apple Store's geek-stocked Genius Bar able to tackle just about any issue or concern you have," said Mr. Blackshaw. "And the process of planning that interaction is more akin to scheduling a haircut or spa treatment than calling those inaccessible tech-support lines."
Of course, it only works if it's done the Apple way. Mr. Blackshaw noted that the greeters "don't wait until you look utterly confused to ask you what you need. They intercept you -- though not intrusively and always with a smile."
Store employees are also extremely familiar with the product, seem to all like their jobs, and collectively have "a certain level of geeky yet accessible passion" that lures fans to the brand.
"What's important about this front line is not just the help these employees provide, but the halo of service they create. They are there if you need them, a reality that brings more confidence to the overall shopping experience," said Mr. Blackshaw.
Apple's "service is marketing" mantra, according to Mr. Blackshaw, offered three lessons for other retailers looking to build loyalty by solving their customer's problems:
- Service is marketing: "As marketers struggle to 'engage' consumers, service may well be the easiest and most gratifying starting point -- and one with high sales conversion potential."
- Problems are opportunities: "Tech support is an emotional experience -- so why not capitalize on that insight by openly and enthusiastically solving problems, giving reassurance and showing compassion for the pain and frustration. A satisfied consumer might just buy something else while making the trip."
- Employee authority and passion aids selling: "When employees 'walk the talk' in using the product they sell, credibility goes up -- and credibility drives persuasion. Passion and evangelism also move the needle."
Discussion Questions: Why does customer service seem to work so effortlessly at Apple Stores? What difficulties may other retailers face in replicating Apple Stores' "service is marketing" model?